The missing piece is somewhere hidden away. The consumers are looking for that missing piece in order to complete the puzzle. They look at product after product in order to find the final piece to the puzzle. Your product needs to be the missing piece to the puzzle, and you need to tell consumers that you have the missing piece of the puzzle.
There was a time when tablets were not successful. Kindle was the best, but people just saw Kindle as a way to buy books and read magazines. Then, Steve Jobs came in with the first iPad. The iPad was a new tablet, and Jobs told the consumers that the iPad was like the missing piece of the puzzle. Now, we know the iPad very well. The iPad 1, iPad 2, iPad 3, iPad 4, and iPad Mini are effective tablets.
Apple took the world by storm with its iPads because tablets were not doing well. The iPad offered a solution which just happened to be the missing piece of the puzzle.
What puzzle are your consumers trying to complete, and what is the missing piece? That missing piece needs to be one of your products.